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Mobile phone operator, PT Hutchison CP Telecommunications (HCPT), aimed to expand their market share to 13 percent this year by strengthening their distribution channels, company executives said.
HCPT entered Indonesia in 2007 and offers telecommunication services under the brand name, Tri.
The operator is owned by two conglomerates — the Thai-based Charoen Pokphand Group and Hutchison Asia Telecom (HAT), a subsidiary of Hong-Kong based Hutchison Whampoa Ltd.
Bhuwan Kulshreshtha, HCPT’s chief commercial officer, said the firm was eyeing a three-point increase in market share compared to 2012.
“We had 10 percent of the market last year,” he said, adding that the operator had around 21 million
subscribers.
To achieve this increase, the company has revamped its distribution system through a mélange of new business practices and technology, he said.
Hermansjah Haryono, senior general manager for trade marketing, said HCPT had phased out the traditional way of stocking retailers with SIM cards or starter packs.
When operators launch new promotional offers, such as bonus data packages or free-talk hours, they generally issue fresh starter packs that are embedded with the offers.
Hermansjah said this system was inefficient for both the company and small-time retailers, who have to toss out or sell at a loss starter packs whose promotional periods are nearing expiry.
“To deal with this, we have begun distributing starter packs that are not embedded with any promotions,” he said. “Instead, we provide retailers with codes of our new offers. When a customer buys a starter pack, the retailer only has to enter the code so that the customer can utilize the desired promotion.”
Kulshreshtha noted that this method cut the need to issue new starter packs for every offer and sped up the distribution of new products onto the market.
“Previously, our sales team had to go out and hand-deliver starter packs, which took weeks to do. Now, we simply inform our retailers of the new codes,” he noted.
HCPT’s president director, Manjot Mann, added that the operator would continue to focus on data services to win market share rather than engaging in voice and text price-wars with competitors.
According to Frost & Sullivan data, the country’s three top operators, PT Telekomunikasi Selular, PT Indosat and PT XL Axiata, own 70 percent of the market.
Mann said in the past couple of years, the operator had invested heavily to enhance their 3G networks.
The operator runs 10,000 third generation (3G) and 15,000 second generation (2G) sites. In 2012, as much as 59 percent of their revenue came from voice and text, a further 26 percent came from 3G mobile broadband and the remainder came from BlackBerry subscriptions and GPRS.
HCPT expects the portion contributed by non-data revenue to shrink to 50 percent, with mobile broadband increasing to 37 percent.
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HCPT entered Indonesia in 2007 and offers telecommunication services under the brand name, Tri.
The operator is owned by two conglomerates — the Thai-based Charoen Pokphand Group and Hutchison Asia Telecom (HAT), a subsidiary of Hong-Kong based Hutchison Whampoa Ltd.
Bhuwan Kulshreshtha, HCPT’s chief commercial officer, said the firm was eyeing a three-point increase in market share compared to 2012.
“We had 10 percent of the market last year,” he said, adding that the operator had around 21 million
subscribers.
To achieve this increase, the company has revamped its distribution system through a mélange of new business practices and technology, he said.
Hermansjah Haryono, senior general manager for trade marketing, said HCPT had phased out the traditional way of stocking retailers with SIM cards or starter packs.
When operators launch new promotional offers, such as bonus data packages or free-talk hours, they generally issue fresh starter packs that are embedded with the offers.
Hermansjah said this system was inefficient for both the company and small-time retailers, who have to toss out or sell at a loss starter packs whose promotional periods are nearing expiry.
“To deal with this, we have begun distributing starter packs that are not embedded with any promotions,” he said. “Instead, we provide retailers with codes of our new offers. When a customer buys a starter pack, the retailer only has to enter the code so that the customer can utilize the desired promotion.”
Kulshreshtha noted that this method cut the need to issue new starter packs for every offer and sped up the distribution of new products onto the market.
“Previously, our sales team had to go out and hand-deliver starter packs, which took weeks to do. Now, we simply inform our retailers of the new codes,” he noted.
HCPT’s president director, Manjot Mann, added that the operator would continue to focus on data services to win market share rather than engaging in voice and text price-wars with competitors.
According to Frost & Sullivan data, the country’s three top operators, PT Telekomunikasi Selular, PT Indosat and PT XL Axiata, own 70 percent of the market.
Mann said in the past couple of years, the operator had invested heavily to enhance their 3G networks.
The operator runs 10,000 third generation (3G) and 15,000 second generation (2G) sites. In 2012, as much as 59 percent of their revenue came from voice and text, a further 26 percent came from 3G mobile broadband and the remainder came from BlackBerry subscriptions and GPRS.
HCPT expects the portion contributed by non-data revenue to shrink to 50 percent, with mobile broadband increasing to 37 percent.
source
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